Marketers Flunk the Big Data Test by Patrick Spenner and Anna Bird and its relevance with Indian Managers

1. Marketers Flunk the
Big Data Test
by Patrick Spenner and Anna Bird

3. A recent CEB study of nearly 800 marketers at
Fortune 1000 companies found the vast majority
of marketers still rely too much on intuition —
while the few who do use data aggressively for
the most part do it badly.

4. WHY IS THIS HAPPENING?

5. RELAYING TOO MUCH ON GUT??
On average, marketers depend on data for just 11% of all
customer-related decisions.
 But in today’s volatile business , judgment built from past
experience is increasingly unreliable. With consumer behaviors
in flux, once-valid assumptions can quickly become outdated.

7. A majority struggle with statistics
• When marketers where tested on statistical
aptitude, Only 6% of marketers where able to
answer all five questions Correctly.

9. ARE SOME DANGEROUSLY DISTRACTED BY
DATA ?

11. The best focus on goals and filter out noise
Today’s best marketers have following Qualities :
1. comfort with ambiguity
2. ability to ask strategic questions based on data.
3. narrow focus on higher-order goals.

12. RECAP
• Relaying on Gut.
• Most of them struggle with statistics.
• Dangerously Distraction by Data.
• The Best focus on goals and Filter out Noise.

13. INSIGHT 1
To make effective data use, the best marketing
leaders reiterate critical business goals constantly
(to keep them front-of-mind despite distractions),
teach marketers to put data front and center in
their decision making, and sensitize marketers to
common data interpretation mistakes.This enables
even the most distractible data lovers to
overachieve.

14. INSIGHT 2
• To them, successful marketers need to hone
these three key qualities, which as I see it,
blend both science and art:
1.comfort with ambiguity
2.ability to ask strategic questions based on data
3.narrow focus on higher-order goals

15. RELEVANCE WITH INDIAN MANAGER
• In India, most marketers find less than half of
all the analytics data they collect is actually
useful for decision-making. Only 10 percent
thought a strong majority of analytics data
was helpful, and less than one-third said
somewhere between half and three-quarters
of all data was useful.

16. RELEVANCE WITH INDIAN MANAGER
• Managers in India still must understand
prospects and customers as individuals, each
with their own individual preferences and
behaviors. Technology is a tool to help you do
that job better.
• Hence, for the development of a company and
people in India, Manager must hone these
three key qualities mentioned in Insight 2.

17. THANK YOU
Aditya Y. Bhatia
SKNCOE,PUNE